The Study Of HNA Group Development Strategy

As a new airlines company with high development in the China civil aviation, Hainan Airlines Group is facing both the internal and the international competition in the economic globalism. It is very urgent for HNA Group to draw up a development strategic plan, allocate the resources and strengthen the competitive ability. In the paper, the exterior environment, the PEST, the development condition and the competition environment of HNA Group are analyzed firstly. Then, the interior resources of HNA Group are analyzed, including the human resources, financial resources and operation resources. The interior advantage and disadvantage of HNA Group are pointed.On the basis of the above analysis, the development strategic target, the guideline and the long-range target of HNA Group are showed. Simultaneously, the strategies—the multi-business development strategy with the principal business of the aviation transportation and A&M (acquisition and merger) are made to realize the ultimate strategic target of HNA Group. Finally, three steps are devided to insure the realization of the development strategy of HNA Group. At the same time, the main works of each step are laid out.The study of the paper is propitious for the long-term development of HNA Group. Furthermore, for the non-state owned airlines companies, it could be a reference to find out a proper way to expand in the complicated environment.